Why Sponsor a Direct Selling Fair? 6 Ensuring Your Event’S Success 7 a Master Plan for Organizing and Hosting Your Direct Selling Fair 9 Appendices 12 A

Delivering on the Dream:

A HOW-TO KIT for Sponsoring a Direct Selling Fair Delivering on the Dream:

A HOW-TO KIT for Sponsoring a Direct Selling Fair

TABLE OF CONTENTS

Dear Women’s Business Center Director 3 How to Use This Kit 5 Why Sponsor a Direct Selling Fair? 6 Ensuring Your Event’s Success 7 A Master Plan for Organizing and Hosting Your Direct Selling Fair 9 Appendices 12 A. Case Study in Sponsoring a Direct Selling Fair 13 B. Sample Case Statement for Creating Buy-In from Key Stakeholders 18 C. Master Plan: Implementation Timeline 22 D. Listing of Potential Exhibitors 25 E. CIWBC Sample Exhibitor Package Materials 31 F. CIWBC Sample Marketing Materials 36 G. Sample Evaluation 39 Notes 41

s a Women’s Business Center entrepreneurial training expert, you are familiar with developing, designing, and delivering resources that A advance your clients’ dreams of becoming self-employed. This kit adds one more toolbox to your repertoire: a complete guide to sponsoring a unique business opportunity—a direct selling fair.

A direct selling fair is like a job fair—they both offer income opportunities. But in a direct selling fair, the exhibitors are companies that sell goods and services directly to consumers—companies that are actively recruiting direct selling representatives. Direct selling, as the Central Indiana Women’s Business Center (CIWBC) learned, is a match for clients who want to be self-employed, but who do not have a specific business idea or who lack the capital to launch a business.

In March 2006, the CIWBC sponsored a direct selling fair. It was an unqualified success: more than 35 unique companies exhibited at this trade show event, and more than 250 individuals participated. The event:

■ showcased CIWBC clients who earned livelihoods as direct selling representatives and who presented testimonials about increasing income for their families and learning how to become business owners; ■ offered educational programs on the merits, opportunities, and success stories of direct selling; and Did you know? ■ introduced CIWBC clients to members of direct selling ■ In 2005, 14.1 million people in the United States companies who are members of derived self-employment income from direct selling. the Direct Selling Association and ■ Most of these direct salespeople—82.2%—are who embody ethical direct selling women, and 76% are married. practices. ■ Most people become direct sales representatives to After the event, make additional income, and the majority (87.3%) are in the business part-time. ■ more than 100 individuals ■ Direct selling companies brought in $30.47 billion in completed reply cards asking for the U.S. in 2005. more information about direct selling and its global market ■ More than 74% percent of the American public has opportunities, opportunities that purchased goods or services through direct selling were provided by training companies. engagements at CIWBC; ■ One in eleven entrepreneurs is a woman.

Source: Direct Selling Association (http://www.dsa.org/pubs/numbers/). Accessed April 15, 2007.

3 ■ more than 25 existing direct selling associates visited CIWBC for one-on-one business counseling and advanced workshops to learn how to grow their business; ■ more than 18 companies identified independent representatives who could work with CIWBC clients and potential business partners to introduce their products to a “new” ethnically diverse customer population; and ■ six companies established an Indiana sales presence.

These results could be your results. Sponsoring a direct selling fair for your clients who dream of self-employment but who have not been able to overcome traditional barriers to business ownership could be the first step to their financial success.

Your organization already supports entrepreneurial development among women as a way to achieve economic self-sufficiency, create wealth, and participate in economic opportunity. In your portfolio of entrepreneurial training curricula, consider sponsoring a direct selling fair and give your clients the means to make their self-employment dreams come true.

The AWBC–DSEF partnership is committed to providing economic choice and investing in vibrant communities. This “Business in a Box” is a pragmatic example of how we deliver on the dream.

Yours sincerely,

Ann Marie Almeida Robin Diamond President & CEO Program Director Association of Women’s Business Centers Direct Selling Education Foundation Camden, ME Washington, DC www.awbc.biz www.dsef.org

“Direct selling is now the sales distribution of choice for companies. And for clients, it’s a viable option for self-employment.” Sharon O’Donoghue, Director, Central Indiana Women’s Business Center, Indianapolis

4 How to Use This Kit

Check out “Why Sponsor a Direct Selling Fair?” to see how this kind of event can benefit your clients and your organization.

Explore!

■ A case study of the Central Indiana Women’s Business Center (Appendix A) lets you see, close-up, how one organization successfully launched this unique program idea. Their case statement (Appendix B) can be customized to sell the idea to your stakeholders. ■ “Ensuring Your Event’s Success” gives you a heads-up on partnering with other organizations to ensure maximum outreach and leverage for your organization. ■ Ready-to-use checklists (see “A Master Plan” and Appendix C) help you get started and stay organized as you plan your event. ■ A list of potential exhibitors (Appendix D) makes it easy to begin recruiting the companies who can make a difference to your client’s goals for self-employment. ■ Sample program materials (Appendices E and F) can be customized to fit your exhibitor registration and publicity needs. ■ A sample evaluation form (Appendix G) provides a customizable template for measuring your success and for collecting testimonials for use in future program publicity and grant proposals. ■ Sidebars scattered throughout highlight program benefits and “lessons learned” that you can apply to your own program planning.

Adapt and share. The materials in this kit are templates that can be customized and adapted to your own program planning process. Feel free to share these ideas with other organizations dedicated, as you are, to advancing women’s entrepreneurship—and watch lives change .

5 Why Sponsor a Direct Selling Fair?

omen are seeking self-employment as a source of household income and economic vitality. But they experience barriers to realizing their dream: W they may lack a viable business idea, and they may lack information or education about self-employment opportunities that have proved successful for women “I’d like to find out and the access to capital to launch a business venture. more about direct selling … it would be Direct selling opportunities could be a match for your clients who don’t have viable helpful if we could business ideas, previous business ownership experience and skills, or financial have an event that resources. A direct selling fair allows your clients to meet with direct selling companies allowed us to learn and to participate in informational programs about self-employment. It opens doors to more about their serv- what some of your clients have dreamed of all their lives: being their own boss, and ices and products, the mastering their financial future. opportunities of direct selling, the myths Sponsoring a direct selling event can benefit your clients by about the legitimacy ■ helping them learn more about direct selling opportunities “all in one place”; of direct selling all under one roof … just ■ connecting them to the basic yet essential banking services they need to start a business; like a job fair.” ■ offering education programs that help clients improve their business ownership skills, Erin A., Indianapolis, IN such as record keeping, cash flow, marketing, and sales; ■ assisting those who wish to take a particular product into a new ethnic market become independent representatives of direct selling companies; and ■ providing a “structure for success” by identifying business ideas that are essentially a “business in a box.”

Your Women’s Business Center can also benefit from sponsoring a direct selling fair:

■ The event will create news coverage that can help recruit new clients and raise income for your Center’s programs. ■ You’ll increase public awareness of your organization as an economic resource for women in your community. ■ By raising your organization’s profile, you position yourself as a worthy partner for future corporate sponsorships.

“Women who have never owned a business lack ‘business ownership skills.’ Direct selling companies offer first-time business owners experience in a low-risk, structured environment with an already ‘branded’ product. And the companies provide the marketing materials and a ‘sales starter’ kit.” Sharon O’Donoghue, Director, Central Indiana Women’s Business Center, Indianapolis

6 Ensuring Your Event’s Success

“ lan your work and work your plan” is probably one of the surest routes to success for any new venture. Creating a master plan for organizing and P hosting your direct selling fair is addressed in the next section of this kit. Another success factor, however, is to get support from like-minded people, who are committed to serving clients like yours, and showing how their involvement can be a win-win for everyone.

You can tap many resources to ensure the success of your direct selling fair. The following groups, for example, assisted the Central Indiana Women’s Business Center in hosting its March 2006 event (Appendix A):

■ Corporate sponsor(s) helped bear the financial costs, supplied staff support services for program planning and publicity, and provided a corporate presence at the event. ■ The local Small Business Administration assisted with local and regional promotion. ■ State and city economic development agencies, particularly those serving women, provided speakers and additional publicity. ■ Local women’s business professional and civic organizations provided event volunteers and helped recruit event attendees. ■ The Association of Women Business Centers (www.awbc.biz) provided technical assistance on program content and event planning, including speakers, and acted as a liaison to like-minded organizations. ■ The Direct Selling Education Foundation (www.dsef.org) helped facilitate contact with direct selling companies.

You probably have similar resources in your area—businesses and agencies that would “Participating in the Direct Selling welcome the opportunity to contribute to the Fair allowed us, as individual community and gain visibility in the process. bankers, to create more brand Consider having a brainstorming session to awareness in our market. [But it was also] a great experience to be explore what’s available. involved in the hands-on of putting it together. We had really great speakers who were able to encourage, uplift, and empower the women [who attended]. It’s something that can definitely grow, and we should have been doing it a long time ago!” Sharetha Marshall, Personal Banker, Charter One Bank, Indianapolis, Indiana

7 Key Strategies for Success

“The benefits [from hosting a direct selling fair] fit our mission…to target and help grow the number of women who own businesses,” says CIWBC Director Sharon O’Donoghue. She recommends the following key strategies:

1. Cater to your own backyard. Your area probably has small local direct sell companies interested in exhibiting at your event. There is also a “universe” of DSA- certified direct sell companies (www.dsa.org) that can exhibit as well as offer educational sessions on ethical industry standards and practices.

2. Know your population. The CIWBC developed its direct sell fair after having done surveys on why clients failed to pursue self-employment. The data showed that the Center had a group of clients who were open to being steered toward business ideas.

3. Find a sponsor. The CIWBC event cost about $5000 to launch, so sponsorship was essential. “If I did it again, I’d couple it with Dress for Success, or with [groups that help] women re-entering [the community after extreme life challenges],” O’Donoghue says. “[Tie results] not just to your population at large, but to someone else’s outcome as well.”

4. Build mandatory follow-up into the event. This works well when you do individual goal-setting at the beginning, for example, with individuals in welfare-to- work transition. You get solid statistics about your program’s effectiveness, which is useful for writing future grant proposals or seeking corporate sponsorships.

8 A Master Plan for Organizing and Hosting Your Direct Selling Fair

he six steps below can help you successfully organize your direct selling fair. Use them as a template and modify to suit your own planning process. Note: Appendix T C offers a detailed checklist and status report for each step in the process. 1. THINK STRATEGICALLY.

■ Determine your goals and objectives. How will you measure success? Growth in the number of women in the community who actually increase household income through self-employment? Attendance? Money raised? Number of exhibitors? Participant satisfaction? Number of individuals who seek follow-up services from your women’s business center? ■ Envision the program and create a preliminary agenda. This will help determine who should be on the planning and implementation team and what venue will be appropriate. Funding Direct Selling “Starter Kits” ■ Identify potential speakers and VIPs whose The cost of direct selling starter kits can be a presence would draw participants. Get a tentative small barrier to entering the direct selling market. commitment for their participation. Some lenders consider starter kits “inventory” and ■ Identify potential key exhibitors. These can will not advance loans for purchase. be local, regional, or national direct selling companies. Note: DSA member companies adhere to Though your women’s business center may not the DSA Code of Ethics. be a micro-lending institution, there may be ■ Explore opportunities for collaboration other micro-lenders in your community that you with strategic partners, such as other women’s can bring to the table for your clients who need advocacy organizations, women’s business centers, this resource. Have a full and frank discussion direct selling organizations, community businesses, with these lenders to clarify terms. Perhaps municipal and state agencies, etc. clients can apply for individual development accounts (IDAs)—matched savings accounts that ■ Select a sponsor. How will the sponsor benefit enable low-income families to save, build from supporting your event? What roles and assets, and enter the financial mainstream—as a responsibilities, including financial, would you like the way to get funded. sponsor to have? ■ Consider how you will promote the event. There may be an IDA program near you. You Sketch a preliminary marketing and media plan. can search for programs by state using the ■ online IDA Directory. For more information, see Prepare a case for your stakeholders (see www.cfed.org and search on “IDA.” Appendix B) to get buy-in. Emphasize win-win.

2. PUT THE BASICS IN PLACE.

■ Develop an implementation timeline. See Appendix C. ■ Identify possible dates for the meeting, but before confirming, clear them with important participants. Also ensure that no other major events that could compete for your targeted participants’ attendance are planned for that day.

9 Getting Frontline Buy-In

The CIWBC Direct Selling Fair was an unqualified success. Still, says CIWBC Program ■ Determine your site requirements, based Director Sharon O’Donoghue, next time she’d on your preliminary program agenda. Consider spend more time up front getting buy-in at the staging, seating, traffic flow, and whatever direct selling frontline sales level. services you need to ensure smooth sailing. ■ Conduct site visits. “We need [someone like] a ‘Pampered Chef’ to ■ acknowledge that women’s business centers Create a budget. Include marketing costs, and offer quality training and one-on-one business administrative staff hours. What can your Center counseling services, and to require their direct afford? What financial and administrative support sales reps to utilize those programs. Our direct can sponsors and strategic partners provide? sales reps’ participation in a local women’s ■ Recruit your event planning team and business center’s programs and services should clarify each person’s role. be part of our performance appraisal or ■ commission systems,” she says. “We didn’t get Confirm buy-in from your stakeholders: board, to where I articulated the value proposition key exhibitors, sponsors, etc. enough at the national or corporate level of companies utilizing direct sales channels.” 3. SELL THE PROGRAM. If O’Donoghue were to do it again, she’d take ■ Create a marketing plan to get a direct selling company’s top sales person into participation. Consider your event’s primary her organization’s twelve business training message and themes. What are the benefits of classes, then rate her sales effectiveness against attending, for exhibitors and participants? How other reps who hadn’t taken the training. will you get the word out? How can you get the most leverage for this event, both before and after “This could be a pipeline for our clients,” the event? O’Donoghue says. “We’d have quantifiable ■ Create a media plan to get publicity. Tap outcomes that could result in grants to other your relationships with local and national media, women’s business centers. Then we could get a including online venues. pilot program going and take it to the next level.” ■ Decide on photography or videography needs. Can you use photos or videos for future publicity? ■ Schedule regular check-ins and updates with stakeholders. It’s part of your “branding” as a reliable, organized, well-positioned resource for women in your community.

4. ARRANGE LOGISTICS.

■ Develop an event schedule: day, time, and schedule of events. ■ Confirm site and set-up, and create your exhibitor floor plan. ■ Confirm exhibitors and program content. Take the opportunity to educate your participants about direct selling ethics and standards and about the support available to them as new business owners. ■ Arrange for a Master of Ceremonies, if needed. ■ Confirm speakers in writing.

10 ■ Initiate a marketing and media plan. Double-check all information that goes into promotional materials, from the correct spelling of names to dates, times, locations, and cut-off dates. ■ Determine your registration and confirmation process for participants and for exhibitors: Paper or online? Advance, on-site? (See Appendix E for sample exhibitor registration package.) ■ Determine the materials you will need on-site, such as signage, programs, evaluation forms, etc. ■ Create a day-of-event checklist to ensure everything goes smoothly. ■ Send reminders to speakers and exhibitors one to two weeks prior to the event thanking them in advance for their participation and including any last- minute details they need.

5. ASSESS AND SHARE YOUR RESULTS.

■ Determine parameters for evaluating the success of your program (see first bullet under “strategic planning” in Appendix C). Assess results from multiple perspectives (impact on mission, impact on participants, benefits to exhibitors, benefits to sponsors, etc.). ■ Create the evaluation tools you need. Paper or electronic? Can you pilot-test them? ■ Entice your audiences to complete the evaluation. Let them know why it’s important, and how the results will be used. Can you offer an incentive to ensure completion? ■ Schedule a debriefing session with staff and key stakeholders. ■ Follow up with a written report that can be used when seeking future grants or sponsorships.

6. CELEBRATE YOUR SUCCESS.

■ Take care of any follow-up details, like thank-you notes to speakers, VIPs, etc. ■ Send news releases to media outlets and to stakeholders, including your corporate sponsors and grantmakers. ■ Post photos (or five-minute excerpts of taped sessions as pod casts) on your Web site. ■ Celebrate!

11 Appendices

A. Case Study in Sponsoring a Direct Selling Fair: The Central Indiana Women’s Business Center, Indianapolis, IN B. Sample Case Statement for Creating Buy-In from Key Stakeholders C. Master Plan/Implementation Timeline D. Listing of Potential Exhibitors E. CIWBC Sample Exhibitor Package Materials E-1 Announcement and Trade Show Fact Sheet E-2 Direct Selling Trade Show Exhibitor Agreement E-3 Trade Show Event Program Information and Registration Form F. CIWBC Sample Marketing Materials F-1 Direct Mail Postcard F-2 Event Flyer F-3 Press Release G. Sample Evaluation Appendix A

Case Study in Sponsoring a Direct Selling Fair: The Central Indiana Women’s Business Center, Indianapolis, IN

Organizational Profile The Central Indiana Women’s Business Center (CIWBC) is a program of Indianapolis- based Neighborhood Self-Employment Initiative (NSI), an independent 501(c)(3). Founded in 1997, NSI promotes and inspires entrepreneurship by providing individuals with access to the knowledge, skills, and resources that will help them start or grow their own business.

In September 2004, NSI received a five-year grant from the Small Business Administration, designating it an SBA Women’s Business Center. NSI then launched the CIWBC program and it became one of the fastest-growing nonprofit organizations in central Indiana. In the last three years NSI, which serves 10 counties in the Indianapolis metropolitan area, increased its client population from 100 to 1600 and its budget from $30,000 to $510,000.

NSI’s Primary Programs & Services NSI and the CIWBC programs and services support three client-centered strategies:

1. Building human capital. The organizations provide free one-on-one business counseling and sponsor 95 workshops annually on specific business topics requested by their clients. 2. Building financial capital. NSI offers micro loans of $500 to $10,000 and technical assistance on SBA loan programs. 3. Building social capital. NSI clients can get individual and group life skills coaching, join a business mentoring program, and participate in mainstream networking opportunities (such as the Chambers of Commerce, the Rotary Club, and NAWBO) at reduced rates.

NSI’s Target Market Indianapolis Neighborhood Although NSI serves all who seek its help, it focuses Self-Employment Initiative (NSI) Client Base its efforts on motivated individuals who are not in the economic mainstream: the working poor, immigrants, 100 90 77% female heads of households, domestic violence 80 69% victims, ex-offenders, welfare recipients, minorities, 70 the under- and unemployed, and the disabled. 60 55% 45% Seventy-seven percent of the clients are women, 69 50 40 percent are women of color, 55 percent are single 30 heads of household, and 45 percent live at or below 20 the poverty level . 10 0 Women Women Heads of Living at or of color household below the poverty level

13 Business Situation The CIWBC receives more than 90 percent of its funding from public and private grants. Its first program director came on board in January 2005 and began implementing the organization’s mission of providing programs and services to individuals with identified business ideas, ideally small personal service businesses originating from the individual’s skill set or work life experience.

After working with its client population, the director soon recognized that the majority of CIWBC clients lacked previous work experience or a trade from which a business idea could germinate. In fact, only 25 percent of NSI clients are successful in launching a business within the first nine months of exploring business ownership.

Yet since 2005, NSI grantors have increasingly required client data showing the “economic impact” of Center programs and services—i.e., evidence of clients’ ability to launch a business, and facts about the businesses’ first year revenues and net profit or loss. For the vast majority of NSI clients, who had no viable business idea or previous trade experience, the “economic impact” was “zero.”

Recognizing the import this situation could have on future funding, the organization explored how it could provide resources that would help its clients identify “best fit” self-employment avenues or business ideas that were essentially a “business in a box.” Direct selling education, information, and opportunities appeared promising for this client segment.

Technical Situation Further research revealed three common themes among clients who had not successfully launched or been able to grow their businesses:

1. Frustration at not being able to learn more about direct selling opportunities either directly from the companies or in “one place.” 2. A need to learn more about basic business banking services—more than 80% of clients had neither a banking relationship nor an established business bank account. 3. A need to improve basic business ownership skills among clients who already were independent representatives of direct selling companies.

Solution A training program sponsored by the Direct Selling Education “More than 100 business centers Foundation (DSEF) in November 2005 and held in Kansas train 145,000 women annually, City, Mo., proved auspicious. Designed for members of the from nascent entrepreneurs to [those] in second-stage businesses. Association of Women’s Business Centers (AWBC), the Any center could replace program discussed the background, merits, industry information, [Indiana’s] story with their data. economic impact, and individual opportunities of direct selling. The bones of this [case study] are This event created an “aha” moment for the CIWBC program spot-on in making a case [for a direct selling fair] to the Board.” director, Sharon O’Donoghue, when she realized that direct Ann Marie Almeida, selling opportunities could be a “match” for clients without President and CEO, Association of Women’s Business viable business ideas. Centers, Camden, ME

14 Direct selling companies seek out highly motivated individuals who want to be self- employed. This in itself matched the CIWBC client profile. And the direct selling business model offers a business structure that increases the likelihood of success for individuals who decide to become independent representatives.

Collaborative Partnership O’Donoghue set about forming a collaborative partnership to advance the idea of providing information about direct selling to CIWBC clients.

■ The AWBC offered support in keeping with its mission of promoting entrepreneurship among women as a way to achieve economic self-sufficiency. “I had no idea these companies con- ■ form to an ethical standard of sell- The DSEF viewed partnership as a way to serve the public ing, are so diversified in products interest by providing education, information, and research and services, and are truly dedicat- about direct selling in the global marketplace. ed to helping grow new business ■ Members of the Direct Selling Association (DSA) were owners. I never knew people were interested in addressing ethical business practices, technology really supporting their families and e-commerce, sales and selling practices, women’s health through direct selling. I always and well- being, and marketing and entrepreneurship. thought it was just a hobby.” ■ Even out-of-state direct selling companies invited Sharetha M., collaboration, to contribute to “creating a vital and healthy Indianapolis, IN business climate [in Indiana].”

Direct Selling Event — Implementation CIWBC committed to holding a “job fair”-like event in March 2006 for its clients and DSA members.

Finding an Event Sponsor CIWBC had no funds to host this event, thus it began discussions with its corporate partners to find an event sponsor. Serendipity struck: a bank new to central Indiana had rented space in a centrally located public shopping mall to celebrate “National Women’s Month” but had not yet identified a program. CIWBC clients needed banking relationships. Holding a direct selling fair could benefit both parties, and steer CIWBC clients toward viable business ideas.

15 Selling the Idea O’Donoghue recognized the perfect “win-win-win-win”: the CIWBC would provide programming, participants, and market; the bank would provide funding and venue; direct selling companies would attend, educate, and recruit participants about direct selling opportunities; the event would provide a “one stop” shop to explore the world of direct selling.

Getting Board Approval The corporate sponsor earmarked the funds (approximately $4000), and O’Donoghue proposed the case for a direct selling fair to its Board (see Appendix B).

Planning the Event CIWBC began planning the event. O’Donoghue and a librarian researched and put together a list of potential participating direct selling companies (see Appendix D). Full- time personnel carried out the steps to program implementation; no labor was outsourced or contracted. Approximately 300 personnel hours (which included 100 staff hours committed by the corporate sponsor) were expended to launch and implement the event.

Benefits The event reached or exceeded its hoped-for outcomes:

■ It attracted more than 35 DSA member exhibitors that extolled direct selling “[The fair] helped opportunities for individual economic success and raised the perception of the direct more people launch selling industry among program participants. onto a business idea who [otherwise] ■ Twenty-five percent of exhibitors that had had little market penetration in Indiana would have increased their presence in the state and acquired local sales representatives. walked away ■ Exhibitors increased public awareness about direct selling information, products, and empty-handed.” services among ethnic populations not previously reached. (Eighty percent of Hispanic Sharon O’Donoghue, and African American attendees had not heard of 75% of the DSA member exhibitors, Director, Central Indiana or of direct selling opportunities as a form of household income. The Longaberger Women’s Business Center, Company and The Pampered Chef located several Asian, Hispanic, and African Indianapolis, IN American women interested in becoming independent sales representatives.) ■ Exhibitor fees covered all speaker travel related expenses. CIWBC incurred no out- of-budget expenses. ■ More than 65 new clients attended CIWBC workshops and/or business counseling sessions (within 30 days after the fair) as a direct result of this event.

Products and Services Used The CIWBC used the following products and services to promote the event:

■ Mailings ■ to client contacts using CIWBC’s existing client Microsoft Access database of 1,055 names ■ to 450 NSI friends and funders using Outlook-based email lists merged to an Excel spreadsheet to create mailing labels ■ to various faith-based and social service organizations, neighborhood centers, workforce development groups, and state agencies ■ Marketing communiqués designed using Microsoft Word ■ Print materials (posters and postcards) produced by local printers

16 Services Provided by Other Groups or Companies The corporate sponsor provided

■ $4,000 for room rental, mall space, exhibit booths, stage and sound system; and printing and postage; ■ staff time to coordinate event needs with the shopping mall facility director; ■ in-house mail room resources to send out more than 1,000 postcards; ■ corporate presence at the event; and ■ paid corporate media broadcast slots to advertise the event.

The local Small Business Administration office provided

■ local and state-wide announcement of the event, and ■ direct presence (Gail Gessell, SBA Indiana District Director provided a keynote speech)

State and city economic development and minority or women certification agencies provided

■ local officials as evening speakers and ■ local and statewide announcements encouraging attendance across the 10 counties of central Indiana.

Local women’s professional business organizations (e.g. the Central Indiana chapter of NAWBO)

■ recruited attendees and ■ encouraged engagement with the women’s business center for existing business owners.

The Association of Women Business Centers (AWBC) provided

■ technical assistance on program content, resources, event planning; ■ a co-keynote speaker (AWBC’s President addressed the program); ■ connections with the chair of the National Business Women’s Council, DSEF, and DSA company executives to encourage strong participation.

17 Appendix B

Case Statement for Getting Buy-In from Key Stakeholders

The Central Indiana Women’s Business Center prepared the following case statement to attain buy-in for its proposed Direct Selling Fair. Consider using it as a template that you can customize with information relevant to your Center to get buy-in from your key stakeholders.

EMPOWERING WOMEN — SELF-EMPLOYMENT OPPORTUNITIES THROUGH DIRECT SELLING Glendale Mall, Thursday, March 23, 2006 (4:00 - 8:00 P.M.)

The Context There are 14.1 million people in the United States who derive self-employment income from direct selling. Of these, 23.1 percent, or 3.14 million direct sellers, reside in the Midwest.

We have had a number of our clients, who are direct sellers, seek assistance in honing their business ownership skills. We've had many clients express frustration over the lack of a profitable business idea who wanted to explore direct selling opportunities. We’ve had clients complain of the lack of knowledge about basic business banking services. More than 80 percent of our clients don’t yet have a banking relationship or an established business bank account.

There is currently no venue or group offering a "job fair" for individuals interested in meeting and evaluating direct selling companies' opportunities. No other bank is sponsoring a similar event. Charter One will be the sole resource at the event describing and offering their small business banking products and services.

The Plan The Central Indiana Women’s Business Center (CIWBC), a program of the Neighborhood Self-Employment Initiative, has recognized direct selling as an avenue for our clients to launch their dream of self-employment. For many clients, direct selling offers the structure and parameters of business ownership, which increases clients’ likelihood of success. After gathering further information from the Direct Selling Educational Foundation, the CIWBC set a goal of offering a venue for clients and direct selling companies in 2006. The plan has yet to be developed.

Charter One Bank is a leading Central Indiana bank focused on assisting business owners with all their banking needs. Charter One has specifically targeted women business owners, recognizing the unique challenges and barriers they often confront. Charter One is very committed to empowering women economically and is focused specifically on self-employed women in Central Indiana.

18 The Opportunity In recognition of March as "National Women's Month," Charter One Bank had rented the Indianapolis area Glendale Mall for Thursday evening, March 23. CIWBC had committed to a women’s economic empowerrment event in 2006. Relationships connected both organizations. Through collaborative efforts this event “seed” was planted. Through collaborative efforts the event will launch as planned.

As such, the event, “EMPOWERING WOMEN—SELF-EMPLOYMENT OPPORTUNITIES THROUGH DIRECT SELLING” will be co-presented by the CIWBC and exclusively sponsored by Charter One bank. It will be held Thursday, March 23, 2006, from 4:00–8:00 P.M. at the Glendale Mall, Indianapolis, Indiana. The Event Manager is Sharon O’Donoghue, CIWBC, 317-917-3266, [email protected]; www.nsibiz.org.

Why the Event? In 2005, the CIWBC worked with more than 900 women who wanted to start their own business. For many the number one barrier to realizing their dream was the lack of a viable business idea. In business counseling sessions, these women consistently stated that they didn't have a skill (for example, hair braiding) or an idea that translated to a profitable business.

By talking with other national women business centers (WBCs) and gathering information, CIWBC came to recognize the opportunity a direct selling product or service can offer clients without a business idea. These companies, members of the Direct Selling Association, utilize direct selling as the sales distribution channel for their products. This “business in a box” offers a lot of pluses to women seeking self- employment options. Many CIWBC clients expressed an interest in learning more about direct sales companies as an avenue of business ownership and self- employment.

To date there hasn't been a direct sell trade fair (modeled after "job fairs") in the Midwest.

We anticipate 300–350 individuals (more than 80 percent of them women) who will attend this event.

Charter One is covering the cost of direct mail invitations, rental fees for the site, and exhibitor space rental charges. Invitations will be sent to more than 1,300 individuals, as well as to public libraries, churches, and social service organizations.

There will be print and broadcast coverage. The media "angle" will be to profile successful direct selling stories (some of them our clients) and how this opportunity has launched an individual into self-employment and increased household income.

News of this is being broadcast throughout the ten-county area. The message will highlight Charter One as the leader in business banking and as a strong supporter of women business owners.

19 The Win-Win-Win-Win-Win WIN # 1: EXCLUSIVE CORPORATE SPONSOR. This event provides Charter One Bank access to 300–350 potential customers. The CIWBC, through its volunteers, will register every event attendee. We will also have a list of the exhibitors who currently work, and manage, independent direct sales consultants in the Indianapolis area. Charter One will be able to market its business banking services as well as brand itself as the “leading” bank for women business owners. Charter One benefits from a strong public image as being supportive of the recognized #1 Central Indiana “go to” organization for self-employment programs and the resource for self-employed women!

WIN # 2: OUR CLIENTS. We help a number of our clients (who are stuck on a business idea) to actually launch their goal of self-employment by becoming a “free agent” for a direct selling company

WIN # 3: PROSPECTIVE CLIENTS (TWO GROUPS). 1. The co-sponsors create public awareness for CIWBC among existing Central Indiana direct sale “free agents.” These direct selling “free agents” learn of our programs and services and get excited about how we can help them improve their business ownership skills and provide business banking services. This helps drive "new" clients to our organizations. 2. The co-sponsors also create public awareness regarding our organization outside Marion County (city of Indianapolis). Even if those who hear about the show don't attend, they’ll hear about our programs and services and avail themselves of our offerings and/or help us get entrenched in their county or town.

WIN # 4: DIRECT SELLING COMPANIES. The co-sponsors create name recognition with direct selling companies (headquartered out of state) who will see us as the “go to” shop for helping their Central Indiana independent sales consultants enhance their business banking relationships and business ownership skills through our programs and services. In turn, they might mandate or recommend that their folks utilize our programs and services.

WIN # 5: FUND RAISING. As a not-for-profit, CIWBC depends on continual annual fundraising. This event allows us to grow public awareness of our organization—our "innovative" community events. Thus, we continue creating opportunities for future corporate and individual giving, and “good feelings” for current funders.

The Event Program 1. Exhibitors: More than 35 booths of direct selling companies and local business owner resources (other not-for-profit exhibitors will include Black Chamber, NAWBO, etc). 2. Opening Program: The state of women’s entrepreneurship, addressed by COB executive; Gail Gesell, Director, Indiana District, U.S. Small Business Administration; Ann Marie Almeida, CEO of Association of Women Business Centers. In addition, Merrill Stout, Director, the Longaberger Company, will discuss its company history and founding by entrepreneurial brothers and its more than 10,000 female, economically empowered sales reps. 3. Break-Out Sessions: Ten of these sessions will be held in adjacent storefronts (set up classroom style) on banking for the business owner; loans for the small business owner; how to check your credit; motivation; Direct Selling Association code of ethics—what to look for when assessing a direct selling opportunity; CIWBC resources; exploring business ownership: is it for me?, etc. 20 Logistics Location: The booths will be set up at the south end of the main level between the American Greetings card kiosk and the elevator/penguins (adjacent to the food court). The booth configurations will be 35 booths set up in a “horseshoe” format with six tables “back to back” in the center of the horseshoe. The booths will take up two-thirds of the physical space. The remaining one-third will accommodate the speaker platform and chairs. The speaker platform will be set up at the open end of the horseshoe.

Exhibitors: The exhibitor booths will be traditional trade show booth space with a clothed and skirted 8-foot table and one chair. We estimate 25 direct selling exhibitors and five resource organizations sharing tables (e.g., NSI/CIWBC, Black Chamber, Hispanic Chamber, IBDSC, NAWBO, Business Women Connect, Public Library).

Program: Between 6:00 P.M. and 8:00 P.M. there will be several programs. The opening program will start at 6:00 P.M. (see comments above) and several programs will follow addressing banking products and services for small business owners and motivation for the self-employed.

21 Appendix C

Master Plan: Implementation Timeline

Strategic Planning START ACTIVITY WHO’S RESPONSIBLE? DUE STATUS Goals and objectives Visioning, preliminary agenda Potential speakers/VIPs Strategic partners Sponsor Key potential exhibitors Preliminary promotion ideas Case for stakeholders

Basics START ACTIVITY WHO’S RESPONSIBLE? DUE STATUS Date selected Site requirements ■ staging ■ seating ■ A/V: projectors, microphones, ■ speaker system, walkie-talkies, etc. ■ booths: number, floor plan ■ utilities (phone, lighting, computer) ■ set-up: tables, chairs, restrooms, ■ registration, parking ■ catering or decorations ■ access for people with disabilities ■ security/public services Site visits Budget Planning team Buy-in from ■ board ■ key stakeholders ■ sponsor ■ potential key exhibitors ■ potential speakers, VIPs ■ partners ■ planning team

22 Marketing and Publicity START ACTIVITY WHO’S RESPONSIBLE? DUE STATUS Plan marketing and media outreach Assemble resources (mailing lists, promotional copy, etc.) Vehicles: ■ invitations ■ “hold the date” postcards or emails ■ Web site ■ program announcements/brochures to in-house and partner publications; postcards, emails, to in-house and partner audiences ■ flyers ■ newspaper ad ■ radio public service announcement ■ T.V./cable access channels Photography/videography for future publicity Regular check-in with stakeholders

Logistics START ACTIVITY WHO’S RESPONSIBLE? DUE STATUS Event schedule Confirm ■ site ■ set-up ■ exhibitors ■ program ■ photography/videography ■ speakers: bio, contact info, topic, time, length, A/V ■ M.C.: schedule of events Registration/confirmation process: ■ exhibitors ■ participants ■ VIPs/sponsors/partners Implement marketing plan: double-check info On-site materials: ■ signs ■ printed programs ■ exhibitor directory ■ nametags ■ gifts—speakers, sponsors, other ■ refreshments ■ registration lists

23 Logistics (continued) START ACTIVITY WHO’S RESPONSIBLE? DUE STATUS ■ indemnity/photo-release forms ■ sponsor-supplied premiums ■ evaluations, and incentive for completing Day of event checklist Reminders to speakers/exhibitors

Assessment START ACTIVITY WHO’S RESPONSIBLE? DUE STATUS Parameters determined Evaluations ■ tools: paper, electronic ■ questions: brief, clear, easy to answer ■ ensuring completions: why and what of results, time to complete, incentive drawing or premium Debriefing Follow-up report

Celebration and Follow-Up START ACTIVITY WHO’S RESPONSIBLE? DUE STATUS Thank you’s: sponsors, speakers, VIPs, etc. News releases Post photos, session pod casts on Web site Celebrate!

24 Appendix D

Potential Exhibitors

The Central Indiana Women’s Business Center began by researching and inviting more than 50 direct selling companies to exhibit at its March 2006 Direct Selling Fair. These agencies included national direct selling organizations as well as city government partners, technology partners, and business development consultants.

Below is the current list of companies that are members of the Direct Selling Association. You can use the far-right column to add information about local contacts who may be interested in exhibiting. Information about direct selling, the Direct Selling Association, and a member directory can be found at www.dsa.org.

DSA Member Companies August 13, 2007 Local Contact Company Web site (email, phone) 4Life Research, LC www.4life.com 5LINX Enterprises, Inc. www.5linx.com Accentz www.accentzonline.com Access Ventures (dba Swiss Colony Occasions) www.swisscolonyoccasions.com ACN, Inc. www.acninc.com AdvoCare International, LP www.advocare.com Aerus LLC (formerly Electrolux LLC) www.aerusonline.com Aihu, Inc. www.aihu.net Alticor Inc. www.alticor.com Amazon Herb Company www.rainforestbio.com AmeriPlan USA www.ameriplanusa.com Amkey, Inc. www.amkey.net AMS Health Sciences Inc www.amsonline.com, www.sabaforlife.com Amway Corporation www.amway.com Angela Moore, Inc. www.angelamoore.com http://www.angelamooredirect.com Arbonne International www.arbonne.com, www.awakeninginnerhealth.myarbonne.com AtHome America, Inc. www.athome.com Avalla www.nutrimetics.ca, www.myavalla.com Avon Products, Inc. www.avon.com Baby Splendor www.babysplendor.com BabyCrazy www.babycrazy.com Barefoot Books www.barefootbooks.com

25 Local Contact Company Web site (email, phone) Bead Retreat Ltd. www.beadretreat.com BeautiControl, Inc. www.beauticontrol.com Big Planet (Division of Nu Skin Enterprises) www.bigplanet.com Big Yellow Box by Crayola www.bigyellowbox.com The Body Shop At Home www.thebodyshopathome.com Body Wise International, LLC www.bodywise.com Bright Minds-The Critical Thinking Company At Home www.brightminds.us Butterfly Worldwide, LLC www.butterflyboutique.com Carico International www.carico.com Chamonix www.betterskintoday.com Chic Pursenality, Inc. www.chicpursenality.com Chu's Pearls, LLC www.chuspearls.com Cleure www.fibrosmile.com www.graceadvantage.com www.cleure.com CocoaLife, LP www.cocoalife.com Conklin Company, Inc. www.conklin.com Cookie Lee, Inc. www.cookielee.com Cooksey Keepsakes www.cookseykeepsakes.com Creative Memories www.creativememories.com Cupere www.cuperedesigns.com CUTCO/Vector Marketing Corporation www.cutco.com Daisy Blue Naturals www.daisybluenaturals.com DEAXIS, LLC http://www.deaxis.com/dreambig Dechant Sheer Minerals & www.healthymineralmakeup.com, Skin Essentials www.dechantsheerminerals.com Demarle At Home, Inc. www.demarleathome.com Destinations Fashions www.destinationsfashions.com DeTech, Inc. www.detech.com Discovery Toys, Inc. www.discoverytoysinc.com Dudley Products, Inc. www.dudleyq.com Earth's Elements www.earthselements.biz EcoQuest International www.ecoquestintl.com Elite Jewelry Enagic USA Inc. www.enagic.com ENERGETIX GmbH & Co. KG www.energetix.tv Enliven International www.enliveninternational.com Essential Bodywear www.essentialbodywear.com Essentially Yours Industries Inc. www.eyicom.com Ethnic Expressions www.ethnicexpressions.com F.A.I.T.H. Company www.faithco.net Fifth Avenue Collection, Inc. www.fifthavenuecollection.com FirstFitness International www.firstfitness.com ForeverGreen International www.forevergreen.org

26 Local Contact Company Web site (email, phone) FreeLife International www.freelife.com Frutaiga www.frutaiga.com The Fuller Brush Company www.fullerbrush.com Gano Excel USA, Inc. www.ganoexcel.biz http://www.ganoexcel.us Gems To Jewels www.gemstojewels.com Global Domains International, Inc. http://freedom.ws/ http://website.ws/ Global Health Trax www.globalhealthtrax.com GNLD International www.gnld.com Gold Canyon www.goldcanyoncandle.com Goldshield Elite www.goldshieldelite.com The Happy Gardener www.thehappygardener.info The Happy Soul http://www.thehappysoul.com Herbalife International of America, Inc. www.herbalife.com Heritage Makers www.heritagemakers.com Home & Garden Party, Inc. www.homeandgardenparty.com Home Interiors & Gifts, Inc. www.homeinteriors.com Homemade Gourmet, Inc. www.homemadegourmet.com Hsin Ten Enterprise USA, Inc. www.hteamericas.com Hy Cite Corporation www.royalprestige.com International Global Opportunity Network, LLC Dba. Igonet www.igonet.com Immunotec Research Ltd. www.immunotec.com, www.immunotec.com Innovage LLC www.innovage.net Inspired Aroma, Inc. www.inspiredaroma.com Integris Global, LP www.integris.us Jafra Cosmetics International, Inc. www.jafra.com Jockey Person To Person www.jockeypersontoperson.com Jordan Essentials www.jordanessentials.com Just Add Guests http://www.justaddguests.com/catalog/ Juvio Corporation www.juvio.com Kara Vita, LLC www.karavita.com The Kirby Company www.kirby.com Kirks Folly Design www.kirksfolly.com Kitchen Fair (Regal Ware, Inc.) Latasia & Company www.latasia.com L'Bri Pure N' Natural www.lbri.net,www.nutrialoe.com Lia Sophia Www.liasophia.com Life Force International www.lifeforce.net LifeMist Home Products, LLC www.lifemist.com Lifestyles USA www.lifestyles.net The Limu Company, LLC www.thelimucompany.com The Longaberger Company www.longaberger.com

27 Local Contact Company Web site (email, phone) Luxe Jewels www.luxejewels.com M Studio, Inc. www.mstudiojewelry.com Mannatech, Inc. www.mannatech.com Market America, Inc. www.marketamerica.com Market Day Gourmet www.marketdaygourmet.com Mary Kay Inc. www.marykay.com Melaleuca, Inc. www.melaleuca.com Michele Baratta atHome www.mbathome.com National Companies, Inc. www.bign.com Natural Health Trends Corp. http://www.naturalhealthtrendscorp.com Nature's of Scandinavia www.naturesofscandinavia.com Nature's Sunshine Products, Inc. www.naturessunshine.com Nefful U.S.A., Inc. www.neffulusa.com NestFamily www.nestfamily.com New Vision USA, Inc. www.newvision.com Neways International www.neways.com NHT Global, Inc. www.naturalhealthtrendscorp.com www.nhtglobal.com Nikken, Inc. www.nikken.com Noevir USA, Inc. www.noevirusa.com Northern Lights At Home www.northernlightsathome.com NSA www.juiceplus.com Nu Skin Enterprises www.nuskin.com Occasionally Handbags www.occasionallyhandbags.com Oreck Corporation www.oreck.com Orenda International, LLC www.orendainternational.com OurHouse, a Division of EnvirOx, LLC www.ourhouseworks.com Oxyfresh Worldwide, Inc. www.oxyfresh.com The Pampered Chef www.pamperedchef.com PartyLite Gifts, Inc. www.partylite.com Pharmanex (Division of Nu Skin Enterprises) www.pharmanex.com Pink Papaya, LLC www.pinkpapayaparties.com PM-International Nutrition and Cosmetics www.pm-international.com Pola, Inc. www.pola.com Premier Designs, Inc. www.premierdesigns.com Pre-Paid Legal Services, Inc. www.prepaidlegal.com Primerica Financial Services www.primerica.com Princess House, Inc. www.princesshouse.com Private Quarters www.myprivatequarters.com Purse Party Inc. www.purseparty.com Quixtar Inc. www.quixtar-inc.com http://www.alticor.com http://www.amway.com RBC Life Sciences www.royalbodycare.com

28 Local Contact Company Web site (email, phone) Regal Ware, Inc. www.regalware.com Reliv International, Inc. www.reliv.com Rena Ware International, Inc. www.renaware.com Rexair LLC www.rainbowsystem.com Richmont Direct www.richmontdirect.com www.inkbrary.com Saladmaster, Inc. (Regal Ware, Inc.) www.saladmaster.com Sarah Coventry www.sarahcoventry.com The Scott Fetzer Company Seaborne, LLC www.seaborne.com www.seaborne.com SeneGence International www.senegence.com Sensaria Natural Bodycare, Inc. www.sensaria.com Setting Traditions www.settingtraditions.com Shaklee Corporation www.shaklee.com Share the Wealth www.johnamico.com Shure Pets, Inc. www.shurepets.com Signature HomeStyles www.signaturehomestyles.com Silpada Designs www.silpada.com SimplyFun, LLC www.simplyfun.com Smart Circle International http://www.thesmartcircle.com/ SMC Specialty Merchandise Corp. smcorp.com South Main Designs www.southmaindesigns.com Southern Living At HOME www.southernlivingathome.com The Southwestern Company www.southwestern.com Sportron International, Inc. www.sportron.com Stampin' Up! www.stampinup.com Stanley Home Products www.shponline.com StemTech HealthSciences, Inc. www.stemtechhealth.com Succendo www.succendo.net Sunrider International www.sunrider.com SwissJust www.swissjustusa.com Symmetry Corporation www.symmcorp.com Synergy Worldwide www.synergyworldwide.com T.F.A. In-Home, Inc. www.franceluxe.com Tahitian Noni International www.TahitianNoni.com Take Shape for Life, Inc.-Medifast www.takeshapeforlife.com Tanner Companies, LLC www.doncaster.com TARRAH Cosmetics, Inc. www.tarrah.com Taste of Gourmet www.tasteofgourmet.com Taste of Home Entertaining www.entertainingathome.com Tastefully Simple, Inc. www.tastefullysimple.com Tealightful Treasures www.tealightfultreasures.com Thirty-One Gifts www.thirtyonegifts.com Tianshi Health Products, Inc. www.tiens.com Tomboy Tools, Inc. www.tomboytools.com

29 Local Contact Company Web site (email, phone) Travel Reaction www.travelreaction.com The Traveling Vineyard www.thetravelingvineyard.com Tristar Enterprises, LLC www.tristarclean.com Tupperware Brands www.tupperware.com Two Sisters Gourmet www.twosistersgourmet.com U Design Jewelry www.udesignjewelry.com Unicity International, Inc. www.unicitynetwork.com Univera LifeSciences www.univera.com, http://www.univeralifesciences.com U.S. Safety & Engineering Corporation USANA Health Sciences, Inc. www.usana.com Usborne Books at Home www.ubah.com, www.usbornebooksathome.co.uk Vantel Pearls in the Oyster www.vantelpearls.com Vision For Life International www.V4L.com VIVA Life Science, Inc. www.vivalife.com Viviane Woodard www.goviv.com Vorwerk USA Co., L.P. www.thermomix.com Warm Spirit, Inc. www.warmspirit.com Weekenders USA, Inc. www.weekenders.com Wildtree Herbs, Inc. www.wildtreeherbs.com www.wildtree.com WineShop At Home www.wineshopathome.com, http://www.1800wineshop.com/ World Book, Inc. www.worldbook.com XanGo LLC www.xango.net XELR8 www.xelr8.com YourNetPlus.Com, Inc. www.yournetplus.com Zermat International, LLC www.zermatusa.com

30 Appendix E

CIWBC Sample Exhibitor Materials E-1 Announcement and Trade Show Fact Sheet

Charter One Bank and the Central Indiana Women’s Business Center

Present the EXHIBITOR PACKAGE for EMPOWERING WOMEN --- SELF-EMPLOYMENT OPPORTUNITIES THROUGH DIRECT SELLING

THURSDAY, MARCH 23, 2006 4:00 - 8:00 P.M. Main Level Glendale Mall 6101 N. Keystone Ave. Indianapolis, Indiana

31 Trade Show Fact Sheet

■ Location Glendale Mall (Main Level) 6101 N. Keystone Ave. Indianapolis, IN

■ Date & Time Thursday, March 23, 2006 - 4:00 to 8:00 p.m.

■ Attendance 450+ Target; 425+ at Jan 2005 Opening Event

■ Event Details: This event is being held in recognition of "National Women's Month." This event is being produced by the Central Indiana Women's Business Center (CIWBC) and exclusively sponsored by Charter One Bank.

In 2005 CIWBC worked with more than 900 women who wanted to start their own business. For many different lifestyle reasons, women are seeking self- employment as a source of household income—at varying levels, from income patching to sole source of income. The number one barrier to realizing their dream is the lack of a viable business idea.

For women without previous self-employment skills or experience, we recognize the opportunity a direct selling product or service can offer. Women have expressed an interest in learning more about direct sales companies as an avenue of business ownership and self-employment.

Direct sales companies (DSA members) are being selected by invitation only. We're permitting one booth per company (regardless of number of area sales associates). Many “national” direct sales companies will be represented.

The opportunity is for direct sales companies to increase their sales consultant presence in Central Indiana. This fair WILL NOT ALLOW companies to sell their products or services, though materials may be present in the booth to increase product or service awareness.

■ Audience Highly motivated women looking for self-employment opportunities

■ Marketing Community Awareness Opportunities: Branding / Imaging Banner / On-site signage

■ Trade Show Contact Sharon O’Donoghue Director, Central Indiana Women’s Business Center 615 N. Alabama St., Suite 219 Indianapolis, IN 46204 317-917-3266 (phone) 317-916-8921 (fax) [email protected] www.nsibiz.org

32 E-2 Direct Selling Trade Show Exhibitor Agreement

DIRECT SELLING TRADE SHOW – EXHIBITOR AGREEMENT

ELIGIBLE EXHIBITORS Only Direct Selling Association members invited to exhibit are eligible to attend the trade show.

BOOTH PACKAGE INCLUDES: ■ One (6’ x 6’) exhibition booth space with one table and two chairs ■ Skirting, draping, and a sign with your company name ■ Company contact information listed in trade show program

BOOTH FEE $50.00

BOOTH REGISTRATION & PAYMENT ■ Trade show confirmation is due no later than March 7th. Booth payment is due no later than March 10th. Payment must be made in full by company check or money order. ■ Booth assignments are at the sole discretion of CIWBC. All booths have equal access to attendees. Booth space will be limited to a total of 50 booths. ■ Completed registration package contains: (1) Signed Exhibitor Agreement; (2) Completed Trade Show Event Program Information and (3) $50 payment. ■ Payment is made payable to “Neighborhood Self-Employment Initiative, Inc.” and should be mailed to: Sharon O’Donoghue, Director, Central Indiana Women’s Business Center, 615 N. Alabama St., Suite 219, Indianapolis, IN 46204.

EXHIBIT RULES: ■ Set-up time is between noon and 3:45 P.M. Thursday, March 23. All booths must be set up no later than 3:45 P.M. ■ All booths must be dismantled and removed from the hosting venue by 8:45 P.M. March 23, 2006. ■ All materials and recruiting must be done from within your assigned booth space. ■ Exhibitor may not mark, damage, or deface any part of the building or other common areas belonging to the hosting venue. Any such damages shall be paid for in full by the exhibitor. ■ All signs, displays, and product information must be related to the exhibitor’s company. Displays and exhibits must have a professional appearance and be arranged in a manner subject to approval of show management and must be finished so as to present no unsightliness to any adjoining exhibitor. Tape, stickers, nails, tacks, staples, hooks, and screws shall not be inserted or placed on or into facility walls, doors, floors ceilings, trees, or post. Packing of exhibits PRIOR TO the close of the exhibition is prohibited. ■ Show management reserves the right to determine the eligibility of any company, product, or service and the right to prohibit any exhibition or product, which in the opinion of show management detracts from the character of the exhibition or for any violation of the terms and conditions of exhibition. ■ Exhibitor may not use any audio device that emits sound that can be heard outside the parameter of its exhibit space. This includes music, or spoken word, emitting from a streaming video, DVD, video, CD, or any other medium played by any device.

33 ■ The hosting venue will provide reasonable, customary, and general security but does not accept liability for damage or loss to exhibitor’s property. ■ The hosting venue is a public venue and show management encourages all exhibitors to be responsible for securing their property and assets (commercial and personal). ■ It is understood the no products, discounts, coupons, or services can be sold at this event. This event is for the sole purpose of recruiting independent sales consultants. Failure to abide by this will result in immediate eviction from the event, forfeiture of booth rental fee, and a general report field with the Direct Selling Association and appropriate business referral organizations (e.g., BBB). ■ No food or drink is to be served or sold at the event. A food court of food and beverage retailers is available in the hosting venue. ■ Exhibitor must conform to exhibition rules.

LIMITATION OF LIABILITY: Exhibitor agrees to indemnify and hold harmless show management, Charter One Bank, and the Neighborhood Self-Employment Initiative, their parent companies, and subsidiaries and affiliates and their respective officers, directors, employees, and agents from and against all demands, claims, actions, losses, damages, liabilities, costs, and expenses, including reasonable attorneys’ fees that may be assessed against them for indemnities regarding any injury to person or damage to property resulting directly or indirectly to any and all Exhibitor’s activities during the event. Exhibitor must operate and maintain its exhibit so that no injury will result to any individual or property. Exhibitor must make its own arrangements for insurance against theft, loss, or damage during the exposition.

Uninvited trade show exhibitors will be reported to Glendale Mall security as trespassers on a leased Mall space, reserved for the invited guests of the show management only.

By your signature below, you are agreeing that you have read and accept the terms and conditions of exhibiting at the Direct Selling Trade Show. Please complete the information as you’d like it listed in the program directory.

I hereby represent and warrant that I am duly authorized to execute and deliver this Agreement on behalf of and that Name of Company or Organization is duly authorized to enter into this Agreement, Print Name of Party Signing and that it shall be enforceable against said entity in accordance with the terms set forth herein.

SIGNATURE

NAME (PRINT)

TITLE

DATE

34 E-3 Trade Show Event Program Information and Registration Form

TRADE SHOW EVENT PROGRAM INFORMATION

Please complete the following as you would like information to appear in the trade show program.

COMPANY NAME

COMPANY WEB SITE

COMPANY LOCATION (HEADQUARTERS):

CONTACT INFORMATION

PHONE EMAIL

STREET

CITY STATE ZIP CODE

LOCAL COMPANY CONTACT:

NAME

WEBSITE

PHONE EMAIL

STREET

CITY STATE ZIP CODE

BRIEF DESCRIPTION OF COMPANY PRODUCTS OR SERVICES:

COMPANY HISTORY:

35 Appendix F

CIWBC Sample Marketing Materials

F-1 Direct Mail Postcard

The Central Indiana Women’s Business Center and Charter One Bank present

EMPOWERING WOMEN -- SELF EMPLOYMENT OPPORTUNITIES THROUGH DIRECT SELLING

Have you ever dreamed about owning your own business? Need help getting started? Need business banking resources?

Explore the world of direct selling! Meet 35+ companies* with Immediate opportunities! Get help from business organizations!

THURSDAY, MARCH 23, 2006 4:00-8:00 P.M. Glendale Mall, 6200 N. Keystone Ave., Indianapolis, Indiana

For event info contact 317-917-3266 Insert Sponsor Insert Sponsor Insert Sponsor www.nsibiz.org Logos Here Logos Here Logos Here

* Members of the Direct Selling Association who support their “Code of Ethics,” a promise to uphold the highest standards of business practices. Insert Sponsor Insert Sponsor Logos Here Logos Here

36 F-2 Event Flyer

Insert Sponsor Insert Sponsor Insert Sponsor Logos Here Logos Here Logos Here

Insert Sponsor Insert Sponsor Insert Sponsor Insert Sponsor Logos Here Logos Here Logos Here Logos Here

EARN MONEY THROUGH DIRECT SELLING

Come meet 35+ companies* with immediate self-employment opportunities! “Helping you be in business for yourself but not by yourself!”

Have you ever dreamed about owning your own business? Need help getting started? Need business banking resources?

The Central Indiana Women’s Business Center and Charter One Bank present A Direct Selling “Opportunity Fair”

THURSDAY, MARCH 23, 2006 4:00-8:00P.M. Glendale Mall 6200 N. Keystone Ave. • Indianapolis, Indiana Door Prizes! • FREE

FOR EVENT INFORMATION CONTACT 317-917-3266 www.nsibiz.org

Central Indiana Women’s Business Center is a program of the Neighborhood Self-Employment Initiative, a not-for- profit (501(c)(3)) organization. Charter One, “Not your typical bank®,” is a Member FDIC. Direct selling companies are invited members of the Direct Selling Association and support the Association’s “Code of Ethics,” a promise to uphold the highest standards of business practices.

37 F-3 Press Release

FOR IMMEDIATE RELEASE: FOR MORE INFORMATION, CONTACT March 7, 2006 Sharon O’Donoghue, Director Central Indiana Women’s Business Center Phone: (317) 917-3266

EARN MONEY THROUGH DIRECT SELLING Come meet 35 companies* with immediate self-employment opportunities! “Helping you be in business for yourself but not by yourself!”

In recognition of National Women’s Month, The Central Indiana Women’s Business Center will present Exploring Self-Employment Opportunities through Direct Selling on Thursday, March 23, from 4 – 8 P.M., at Glendale Mall, 6200 N. Keystone Ave. The event will showcase selected direct-selling companies seeking independent consultants to represent their products and services in Central Indiana.

The CIWBC, a program of the Neighborhood Self-Employment Initiative, serves Indianapolis-area women who are highly motivated and inspired to seek self- employment as a primary or additional source of household income. The event, exclusively sponsored by Charter One Bank, provides an opportunity for women — and men — to learn more about representing legitimate direct-sales companies as an avenue to business ownership and self-employment. It also provides the opportunity for small business owners to learn how to manage their business finances more efficiently.

The fair includes a 30-minute program featuring speakers Merrill Stout, the Longaberger Company (Dresden, Ohio); Gail Gesell, Indiana District Director, U.S. Small Business Administration; Ann Marie Almeida, CEO, Association of Women Business Centers (Camden, Maine); and Linda Rendleman, CEO & Founder, Business Women Connect (www.businesswomenconnect.com). The event also features breakout sessions on establishing business banking relationships, understanding your credit, loans for the small business owner, how entrepreneurs stay motivated, and programs and services from local women professional business organizations and business chambers.

Participation in the event by direct selling companies will be limited to those companies that meet high standards: they must have proven, nationally known products and services, and they must be members of the Direct Selling Association. More than 35 exhibitors are expected, including Pampered Chef®, the Longaberger Company®, Market Day Gourmet®, Tomboy Tools®, Big Yellow Box® by Crayola, Our Own Image®, Arbonne International®, and Home and Garden Party®.

The Neighborhood Self-Employment Initiative (NSI) is a not-for-profit organization. NSI’s Central Indiana Women’s Business Center (CIWBC) helps women and men create and develop their own small businesses by providing training, one-on-one business counseling, business life skills coaching and mentoring, networking opportunities, and micro loan funds. The CIWBC is partially funded by the SBA. SBA’s funding is not an endorsement of any products, opinions, or services. All SBA-funded programs are extended to the public on a nondiscriminatory basis. Charter One, Not your typical bank®, is a member FDIC.

38 Appendix G

Sample Evaluation

How will you measure success? Use this sample as a template and insert questions that gather the kind of data you want to collect.

CONFERENCE EVALUATION AND NEEDS ASSESSMENT Please help us improve the quality and value of our future programs by completing this form.

1. How would you rate the value of High Good Average Poor the program to helping you achieve ❒ 4 ❒ 3 ❒ 2 ❒ 1 your goals of self-employment?

2. How satisfied were you with Very satisfied Satisfied Not satisfied the exhibitors who attended? ❒ 4 ❒ 3 ❒ 2 ❒ 1

3. How well did the sessions meet Very Well Somewhat Not what I your expectations? well well expected ❒ 4 ❒ 3 ❒ 2 ❒ 1

4. Did you learn anything new ❒ Yes ❒ No about direct selling as a way to own your own business? Please comment.

39 5. What will you do next as a result of attending this program?

6. Is there any other information you would like to know about this form of self-employment?

7. Do you have any other comments about the program you’d like to share?

8. May we use your comments (as appropriate) on future program materials, such as a Web site or in brochures? ❒ Yes ❒ No

If yes, please let us know if we may use your name (and please sign below, giving permission).

YOUR SIGNATURE

TODAY’S DATE

Please complete this before you return home

But if you forget, you can fax it to (XXX) XXX-XXXX or mail it to Your Women’s Business Center Street Address City, State ZIP Thank you!

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